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Two millennials began up S’pore’s first edible cookie dough store DOHKIE


One of the best half about baking is sneaking bites of uncooked cookie dough earlier than it goes into the oven. Nonetheless, the uncooked eggs and flour within the batter render it unsafe for consumption, and will even carry salmonella.

Victor Ong, co-founder of edible cookie dough model DOHKIE, first found the delectable snack through Ben and Jerry’s Cookie Dough flavoured ice cream. He then rapidly progressed to consuming it straight out of the blending bowl.

Quick ahead to 2016, Edible Cookie Dough was popularised within the US by just a few specialised outlets which substituted the dangerous substances in uncooked cookie dough with safe-to-consume ones. He subsequently additionally tried it for himself when he visited the US for a commencement journey — and cherished it.  

At that time, edible cookie dough outlets didn’t exist in Singapore and he noticed a possibility to unfold his love for the snack within the home market. 

He proposed the thought of beginning an edible cookie dough retailer to his co-founder Marilyn Cher, and the duo left their jobs in mid-2018 to deal with operating DOHKIE full time.

Ranging from a small takeaway stand

DOHKIE’s first retailer / Picture Credit score: DOHKIE

DOHKIE was based in June 2018, and opened for enterprise in October 2018 after months of experimenting, planning and conceptualising.

In response to the founders, DOHKIE was began in a small and humble takeaway stand positioned within the basement of a secluded mall, since they had been bootstrapped and relying fully on their financial savings. 

Previous to opening the shop, the duo took virtually a yr to provide you with recipes that they had been happy with. At that cut-off date, there wasn’t a lot steering out there, as edible cookie dough was a product that was very new to the world. 

DOHKIE’s edible cookie dough is made safe-to-eat by eradicating the uncooked flour and eggs often present in conventional cookie recipes. Additionally it is made by hand in-house and never sourced externally or imported.

Picture Credit score: DOHKIE

The method was additionally tough as edible cookie dough is an unbaked product and is sort of delicate. Each ingredient, proportion and step of the method considerably alter the tip product. 

“Within the course of, we took a really scientific method to get our recipes down as we didn’t have prior culinary backgrounds,” stated Marilyn. 

Marilyn was a Graphic Designer in a design company, whereas Victor was an “almost-lawyer” who was admitted to the Singapore Bar in 2018, however determined to start out DOHKIE as a substitute.

A dessert class of its personal

DOHKIE edible cookie dough
DOHKIE’s present retailer / Picture Credit score: DOHKIE

Because the enterprise grew, the 2 founders re-invested the earnings and moved right into a a lot greater street-level shopfront in 2019 at North Bridge Highway to supply DOHKIE’s prospects a greater expertise, and themselves a bigger manufacturing facility.

The recognition of the model is obvious — it has managed to determine a loyal following on social media, been worthwhile since inception, and has seen a constructive year-on-year development since inception, regardless of the challenges posed by the continued pandemic.

That is primarily as a result of product-wise, edible cookie dough is in itself distinctive in each style and texture, differentiating it from different desserts and snacks. 

It will probably even be stated to belong in a dessert class of its personal. 

Whereas the DOHKIE founders don’t declare credit score for it, as they didn’t provide you with the thought of edible cookie dough, they had been lucky to have discovered the chance to introduce it to the home market and stay the one specialised edible cookie dough store in Singapore immediately. 

Nonetheless, having a novel product, and being a first-mover, is a double-edged sword. Whereas DOHKIE faces much less competitors since there aren’t any different related outlets, the onus can be on the model to create a marketplace for its major product. 

Introducing a completely new product to the market requires intensive client schooling to ensure that shoppers to know and undertake the product. 

“That is much more so in our native context, the place most shoppers don’t often bake at house, and thus don’t perceive the idea of cookie dough, a lot much less edible cookie dough,” stated Victor. 

“As such, we dedicate a big quantity of sources to client schooling, starting from educating shoppers concerning the product, methods to devour it, retailer it and extra.”

Spreading the love for edible cookie dough

DOHKIE edible cookie dough
Picture Credit score: DOHKIE

In response to Marilyn, DOHKIE was constructed on the muse of enjoyable, and continuously goals to convey pleasure to folks by means of tasty and safe-to-eat edible cookie dough.

The primary side we take into account ourselves “profitable” in is our capability to convey pleasure to our prospects, who’ve come to know and love our product and model over the previous 3 years.

It all the time touches us on a private degree when our prospects present/specific their happiness once they go to us, or once they communicate to us. We’ve had prospects bounce for pleasure once they obtain their orders, prospects who fumble of their speech and actions from their pleasure – and these are what preserve us going regardless of how powerful the F&B business is!

Victor Ong and Marilyn Cher, co-founders of DOHKIE

Regardless of operational modifications over time, the workforce has all the time endeavoured to remain true to its model values, id and voice over the previous three years, because it’s what the model’s prospects relate with and like them for.

The founders additionally shared with Vulcan Publish some notes they obtained from their prospects.

DOHKIE edible cookie dough
A be aware from a DOHKIE buyer / Picture Credit score: DOHKIE

Even the model’s cookie dough flavours had been created to swimsuit a special buyer profile, because the founders understood that meals preferences are extremely subjective and range significantly from individual to individual. 

Regardless of the recognition of the model, the founders shouldn’t have concrete plans to develop simply but. 

“Being from humble backgrounds, we’ve all the time taken a extra conservative, self-dependent method in direction of working and scaling our enterprise. As such, we want to let demand and adoption lead our growth, on condition that our product is one that’s comparatively new to the market,” stated Victor and Marilyn. 

Within the meantime, they’re glad every time the model or product makes somebody’s day higher and so they hope to convey pleasure to much more folks in time to return.

Featured Picture Credit score: DOHKIE





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